Every business owner wants to work for ideal clients, and remodelers are no exception. Some of my contractor friends have told me that, with a warm lead, they can close 80% of the projects they bid. Getting a warm lead makes all the difference.
Warm leads come in the form of referrals, from customers knowing you personally or from those who have identified you as an expert before reaching out to you. Now more than ever, homeowners are doing extensive research and they may come to you knowing that they want you as their contractor. If you are not getting enough customers through referrals, you can still drive eager customers to your door.
Podcasting is an effective way to establish your expertise in your niche. For those of you who are not familiar with a podcast, it is a digital series of audio, video or radio broadcasts that are typically in “episode” form and centered around a specific topic.
Identify Your Target Audience
Before beginning a podcast, you will want to ensure that you have a target market in mind to ensure that your content and style match what your ideal client wants. Customers who like simple do it yourself solutions on small projects will not be interested in the same things as the upscale client who wants to install a custom wine cellar.
Some decisions about your podcast will need to be made before you begin.
How polished do you want to be? Some podcasts are studio produced masterpieces and others are recorded via Skype. Your target audience’s preference will come into play here.
Will you want to co-host with another business owner? Are you planning to do interviews or are you going to be covering specific topics? If you want to do interviews, the need for a co-host may be non-existent. You might bring in a plumber to discuss a certain topic one week and have a landscaper on your show the following week. This is all a matter of preference.
What length do you want your podcast to be? Shorter is usually better for podcasts and allows you to stretch a topic out into bite sized pieces. Most podcasts for the remodeling industry range in length from 10-30 minutes, depending on the format.
Recording and Editing Your Podcast
Recording and editing a podcast has never been easier. You can purchase a relatively inexpensive USB microphone for your computer, record directly into a free sound editing program (we recommend Audacity) and edit immediately. Even if you aren’t very tech savvy, audio editing software has become very user friendly in the past five years.
Posting Your Podcast
Once you have recorded your podcast, we recommend publishing using Blubrry’s PowerPress for your WordPress website which will create a running list, called an RSS feed, that will stream your podcast to anyone who subscribes as soon as you post an episode. If you do not have a WordPress site, there are a number of free services that will create an RSS feed for your podcast. If you blog, this will be especially easy.
Submitting your podcast to iTunes once you have an RSS feed is just a matter of clicking “Submit a Podcast” in the iTunes software and uploading the link to your feed.
Once you have created your podcast online, you can publicize its existence on your website and via social media. Including a link to your podcast in your email signature has shown to increase podcast subscriptions exponentially.
Creating a podcast is a simple way for remodelers to fill their funnel. When done consistently, it will increase your company’s credibility, bring more warm leads into your business and help your customers in the process.
For a step-by-step guide to creating a podcast for your company, sign up for “Funnel Fillers,” our five week course designed to bring more ideal customers into your home improvement company.